Lionsgate has released an epic marketing campaign for Saw X, featuring the iconic Billy the Puppet from the horror series. In a clever twist, the campaign spoofs a popular and meme’d Nicole Kidman movie theater ad for AMC. The Kidman ad, released two years ago, aimed to entice people back to theaters. Now, Billy the Puppet takes center stage, urging you to go see Saw X and immerse yourself in the thrilling experience of self-amputation.

“We come to this place for a reawakening. We come to theaters to scream, to beg, to play… that indescribable feeling you get when the lights flicker on and off and your calls for mercy go unanswered,” he declares. “And you wake up chained, in a dirty warehouse, somehow still breathing, with blood-soaked blades projected on a massive silver screen. In a place like this, self-amputation becomes strangely exhilarating.”

Saw X is set to hit theaters on September 29, bringing back Tobin Bell as the iconic John Kramer. This film delves into the “untold chapter of Jigsaw’s most personal game.” Taking place between the events of Saw I and Saw II, the story follows John as he travels to Mexico in search of a cure for his cancer.

However, John soon discovers that the entire endeavor is a scam, preying on vulnerable individuals. “Armed with a newfound purpose, John returns to his work, turning the tables on the con artists in his signature visceral way through a series of ingenious and terrifying traps,” the movie’s description reveals.

Directed by Kevin Greutert, who helmed Saw VI (2009) and Saw 3D (2010), Saw X also features Shawnee Smith, Steven Brand, Renata Vaca, and Octavio Hinojosa.

Saw X will hit theaters ahead of other highly anticipated horror films like The Exorcist: Believer (October 6) and Five Nights at Freddy’s (October 27). The Saw franchise has amassed a staggering $1 billion in global box office revenue to date.